The third-party advisory (TPA) channel has always played an important role in the go-to-market plans of the largest outsourcing firms, but the market is evolving. Today, the TPA channel is being more actively managed by service providers of all sizes, from large multinationals to those with specialized service offerings. This change is in response to clients awarding smaller contracts with shorter timeframes and narrower scope. This opens up the field for more service providers to compete for advised deals. For smaller providers, one win from the TPA channel can make a significant difference in their financial results.

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The Evolving Advisor Relations Function

While many organizations invest heavily in the advisor relations channel, others are being left behind